Charity Advertising – Best Use of Film

As part of our job, we watch a lot of charity film. Here’s some of our favourites from the past year. We’ve rated them based upon four criteria – how informative they are, their impact, emotional content and the power they have to make people act or donate.

 
WWF

 

Many people still insist there’s nothing they can personally do to halt the climate change catastrophe, even though an abundance of information is available. A different approach was necessary.

WWF cleverly decides not to detail what we can do to reverse the effects of climate change. Instead, it gets our attention with a sobering fact. “We are the first generation that knows we are destroying the world and could be the last that can do anything about it.”

The music, the imagery, the narration, marry together perfectly, creating the right amount of tension. But its purpose isn’t to scare or shame those who aren’t acting as they probably should be. Which we believe alienates, rather than inspiring them to take action. It doesn’t do any of that. It addresses and includes absolutely everyone. Stopping all in their tracks, as they ponder, “Are you for the world? Or against it?” – it’s unequivocally brilliant.

 

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Time to Change

With suicide being the biggest killer of men under the age of 45, this will resonate with so many.

This film portrays how simple it is to ask one question – and please, do ask it twice, maybe a few times more. Because fundamentally, that could save a life.

Metaphors can get messy and often don’t add much of an idea, but in the case of #AskTwice, it feels different. The set up works incredibly well, getting across that men are often unable to see the wood for the trees. Such a succinct, simple idea, that could go a long way to help so many people.

Hauntingly, we’re sure the voice of the gentleman who lies helpless under the tree, is one we’ve all heard before. Even one you may have thrown yourself. That’s pretty hard-hitting. Because it becomes very tangible and pensive. Therefore, it packs quite a hefty punch. One that definitely takes your breath away. And importantly, encourages us all tenfold, to always be in your mate’s corner.

 

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Macmillan Cancer Support

Cancer can wreak havoc on the life of those who have it. As well as the lives of their family and friends. And the portrayal of that here, is remarkably powerful, it brings that to life in ways viewers can understand.

We recently read an article, which explained that cancer patients prefer not to be described as heroes or brave, the fighter or the warrior – terms said to put pressure on those who’ve been diagnosed. In actuality, they’d much rather be upfront about their true feelings and how devastating the reality of their diagnosis is.

This film captures that perfectly. It explores unchartered territory and pushes the boundaries of stereotypical advertising in the charity sector. It’s raw. It’s gripping. But above all else, it’s sincere and refreshing.

 

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Guide Dogs

This film, was created in conjunction with Guide Dogs’ new five-year plan. Their aim, transition from sympathy to empathy, focusing more on the human aspects of living with sight loss. Doing this, the charity hopes to raise awareness of all their services, instead of concentrating so heavily on the guide dogs themselves.

Putting people at the very heart of their communications, will help others to understand the experiences of individuals living with sight loss. We believe they’ve outdone themselves and have incorporated their aims with real precision. Showcasing beautifully, how film can effortlessly place you in the shoes of the narratives character(s).

Doing so, will resonate with viewers, prompting them to act on their emotional involvement with the story, and think deeper about the cause behind it.

 

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Discover some of our own charity films at Campfire Film to see how we weave information, emotion and power to make people take action or donate. 

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